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Cognitive Lock-In and the power law of practice

Johnson, E.J., Bellman, S. and Lohse, G.L. (2003) Cognitive Lock-In and the power law of practice. Journal of Marketing, 67 (2). pp. 62-75.

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The authors suggest that learning is an important factor in electronic environments and that efficiency resulting from learning can be modeled with the power law of practice. They show that most Web sites can be characterized by decreasing visit times and that generally those sites with the fastest learning curves show the highest rates of purchasing.

Item Type: Journal Article
Publisher: American Marketing Association
Copyright: 2003 AMA
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